THIS CASE STUDY PROVIDES A EXTENSIVE EXPLORATION OF ADIDAS ADIZERO TAKUMI SEN 10 PRODUCT LAUNCH, DETAILING THE PRODUCTION PROCESSES LED BY NORUWEI STUDIO, THROUGH THE VISION OF THE PHOTOGRAPHER QIU YANG, DRIVEN BY A CREATIVE PROJECT FROM LE PUB AMSTERDAM.
PROJECT OVERVIEW
VISUAL LANGUAGE: A CELEBRATION OF SPEED
Adizero is speed, embodying a relentless pursuit of excellence. We tried to capture this essence by portraying athletes and the product in dynamic motion, showcasing their speed and agility.
Our imagery aims for hyper-realism, capturing the essence of the brand's ethos while maintaining a cinematic quality that resonates with a discerning audience. The project revolves around portraying a sense of fastness and motion.
The intention behind the concept was to inspire individuals to embrace their journey, regardless of the obstacles they may face.
Adizero represents also resilience against adversity; it's about pushing boundaries while acknowledging the challenges involved.
Note: treatment images selection is provided by Le Pub, Studio Qiu Yang and Noruwei
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BACKGROUND COLORS - HARMONIZING WITH THE BRAND
The color palette of the backgrounds aligns with the hues of the shoes, including Lime Green, Sage, Dusty Lilac, and touches of Red. This cohesive color scheme not only enhances the visual appeal but also reinforces the brand identity.
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PRODUCT BEAUTY SHOT - ELEVATING DESIGN
The technical approach accentuates the intricate design of the products, conveying a sense of speed, connectivity, and dynamism. Each shot showcases the product's features with clarity and precision, ensuring they are both seen and celebrated.
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LOCATION - URBAN SETTING @AMSTERDAM
The running shots were captured on a backdrop of an urban streetscape in Amsterdam, characterized by cement and asphalt. This setting complements the brand's identity and serves as a dynamic environment where both product and athletes thrive.
BEAUTY SHOTS
RUNNING SHOTS
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BACKSTAGE
Credits
We are deeply grateful for the remarkable teamwork with the creative team of Le Pub
and the talent of Qiu Yang that truly elevated this project. 🙏🏻
ADIDAS
Sarah Mundy, Global Senior Marketing and Communications Lead
Delia Mennell, Brand Expression team
Philip Heinze, Creative Shoot & Production Manager
LE PUB
Milos Obradovic, Senior Creative Officer
Giuseppe Vescovi, Art Director
David Owen, Account Supervisor
Filippo Baldi, Account Manager
Veronica Bottanelli, Art Buyer
PHOTOGRAPHY
Qiu Yang, Photographer
Sarah-Jane Hoffman, Studio Manager
Sarah Mundy, Global Senior Marketing and Communications Lead
Delia Mennell, Brand Expression team
Philip Heinze, Creative Shoot & Production Manager
LE PUB
Milos Obradovic, Senior Creative Officer
Giuseppe Vescovi, Art Director
David Owen, Account Supervisor
Filippo Baldi, Account Manager
Veronica Bottanelli, Art Buyer
PHOTOGRAPHY
Qiu Yang, Photographer
Sarah-Jane Hoffman, Studio Manager
PRODUCTION
Nicola Morino, Executive Producer
Rosie Donoghue, Executive Producer
Casta Carola, Producer
TALENTS
Lara Weghorst
Jeffrey Bonsu
Rosie Donoghue, Executive Producer
Casta Carola, Producer
TALENTS
Lara Weghorst
Jeffrey Bonsu
